Addressability Relies on Data Insights That Ensure Proper Targeting
Addressable advertising is an important tool in helping marketers reach television audiences based on key criteria, providing enough precision to ensure campaigns are relevant to viewers. Accurate information about consumers underpins these vital media functions. Addressability is “about having that data layer and understanding that data becomes humans and humans are data, and being able to understand exactly who you’re targeting,” Lisa Giacosa, chief investment officer at Publicis Groupe’s Spark Foundry, said in this interview with Beet.TV.
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37 ad execs predict 2024 second half trends—and what they don’t want to see
Our Chief Investment Officer Lisa Giacosa and EVP of Commerce April Carlisle recently weighed in with Ad Age on what they don't want to see trending in the second half of 2024 hashtag
Lisa Giacosa, chief investment officer, Spark Foundry:
I’d like to see fewer walled gardens that claim ROI in their ecosystem without connecting the dots to all activity that has occurred to drive business outcomes. And no more discussion on cookie deprecation when we know how to solve it (ID-level data can unlock what is needed).
April Carlisle, executive VP, commerce, Spark Foundry
I’d like to see no more new retail media networks starting up. Clients are overwhelmed with the number and bifurcation of the retail media networks with separate walled gardens and measurement standards that don’t meet industry standards. Retail media has been a significant source of revenue for retailers, but overall marketer budgets are relatively flat in that space, so retail media networks are working fast to expand into upper funnel brand budgets and focus on non–endemic advertisers to continue their growth.
